Electrolibre
One store, four ways to buy, one repair line
Electrolibre is the Dupuis family's Montréal appliance business — Appareils RV Dupuis since 1976, renamed Electrolibre in 2021. It sells new and refurbished appliances, replacement parts and low-waste household products from 1551 Avenue Laurier Est, and sends its own technicians out to repair what it sells.
01 — The challenge
Four businesses were sharing one storefront, and the website had to keep them apart.
Electrolibre is not one shop. Someone buying a new refrigerator wants specs, financing and delivery. Someone hunting a dryer timer knob wants a part number and stock status. Someone whose washer died wants a technician, not a product page. And someone buying bulk refills is shopping a completely different aisle. Pushed onto one generic e-commerce template, those four visitors trip over each other.
The second problem was credibility. A 1976 family business competing with national big-box retailers cannot win on price alone — it has to make the service side, the warranties and the recycling commitments as visible as the catalogue.
Every visitor wanted a different thing from the same store — the structure had to decide fast which one they were.
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1976
Year the family business started, as Appareils RV Dupuis
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8
Service pillars with their own page section
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2
Languages the store runs in (FR and EN)
02 — Our approach
A WooCommerce catalogue for the products, and a service spine for everything else.
The catalogue side runs on WooCommerce with faceted navigation built for how appliances are actually shopped: category, brand, colour, configuration, width, cooking surface, promotions and stock status, across new appliances, refurbished units, replacement parts and household products. Free-shipping thresholds and sale pricing are surfaced in the header so they never need to be explained.
Running alongside it is a service spine: eight numbered pillars — advice, savings, warranties, hook-up and installation, delivery and pickup, recycling, repair, and ecology — each with its own section, plus a dedicated service-request form that collects model number, invoice, fault description and photos so a technician can be dispatched without a phone tag chain.
The brand story carries the rest. The company timeline from 1976 to the 2021 rename, the named team, the values pages and the Terracycle collection point are all published rather than implied — because for an independent competing with big-box retail, that is the differentiator. The whole site runs bilingual FR/EN off the same structure.
Four businesses, one store
A WooCommerce catalogue and a service spine
running in parallel.
The catalogue side runs faceted navigation built around how people shop appliances: category, brand, colour, width, cooking surface, promotions and stock status, across new stock, refurbished units, replacement parts and household products. The service side runs eight numbered pillars — advice, savings, warranties, hook-up, delivery, recycling, repair, ecology — each with its own section and a dedicated service-request form that collects model number, invoice, fault description and photos before dispatch.
03 — The results
Shoppers, parts hunters and repair calls each land somewhere built for them.
One store now operates as four entry points: a new appliance catalogue, a refurbished inventory, a parts stockroom and a repair dispatch line. Free-shipping thresholds and sale pricing surface in the header. The bilingual FR/EN structure means every page serves both languages without duplication.
The service spine — the eight pillars, the company timeline from 1976 through the 2021 rename, the named team, the Terracycle collection point — makes the family business case visible instead of implied, which is the only way an independent competes with big-box retail on something other than price.
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